MK Chapter 17 Flashcards
The nature and types of advertising
- Institutional
- advocacy
- product
- pioneer
- competitive
- comparative
- reminder
Institutional
promotes organizational images, ideas, and political issues
Advocacy
promotes a company’s position on a public issue
Product
promotes products’ uses, features, and benefits
Pioneer
tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product
Competitive
points out a brand’s special features, uses, and advantages relative to competing brands
Comparative
compares two or more brands on the basis of one or more product characteristics
Reminder
reminds consumers about an established brand’s uses, characteristics, and benefits
General Steps in Developing and Implementing an Advertising Campaign
- Identify and analyze target audience
- Define advertising objectives
- Create advertising platform
- Develop advertising appropriations
- Develop media plan
- Create advertising message
- Execute campaign
- Evaluate advertising effectiveness
Public Relations
communication efforts used to create/maintain favorable relations
Publicity
a news story type of communication transmitted through a mass medium at no charge
Advantages
- Credibility
- Significant word-of-mouth communications
- a perception of being endorsed by the media
Limitations
- must be accepted by news media
- Must be timely, interesting, accurate, and in the public interest
- Inability to control content or time of release to public
Dealing with unfavorable PR
Prevention of negative incidents and events
Safety programs, inspections, and effective quality control procedures
Preparedness for negative incidents and events
Predetermined policies and procedures that expedite news coverage
Being forthright with the press and the public
Evaluating the advertising effectiveness
- pretest
- consumer jury
- posttest
- recognition test
- unaided recall test
- aided recall test
Pretest
evaluation of ads performed before a campaign begins
Conusmer jury
a panel of a product’s actual or potential buyer who pretest ads
Posttest
evaluation of advertising effectiveness after the campaign
Recognition Test
a posttest in which individuals are shown the actual ad and asked if they recognize it
Unaided Recall Test
a posttest in which respondents identify ads they have recently seen but are given no recall clues
Aided Recall Test
a posttest that asks respondents to identify recent ads and provides clues to jog their memories
Methods for determining the advertising appropriation
objective-and-task
percent-of-sales
competition-matching
arbitrary
Objective-and-task
determining advertising objectives and then calculating the cost of all the tasks needed to attain them
Percent-of-sales
multiplying the firm’s past and expected sales by a standard percentage based on what the firm has traditionally spent on advertising and the industry average for advertising spending
Competition-Matching
setting the advertising budget to match competitors’ spending on advertising
Arbitrary
setting the advertising budget at a level specified by a high-level executive in the firm
